In 2020,when the COVID-19 epidemic is sweeping,the official organizing committee of CBA League will make the game system competition mode the norm.In this context,optimizing the on-site viewing experience of fans to enhance the influence of the event and create greater gains for the event will become the primary task that CBA league needs to solve in terms of fan audience issues.This study aims to optimize the on-site viewing experience of CBA fans and construct a CBA league viewing experience model.Thus providing theoretical guidance for CBA companies to provide higher quality event tourism products and smoother customer value transmission processes.And then expand the influence of Chinese basketball through the CBA league brand.Taking the research paradigm of Grounded theory as the train of thought,this paper conducts a qualitative study on the CBA league fans’ experience of watching matches with the research methods of literature review,expert interview,participatory observation,Grounded theory,Delphi method method,questionnaire survey,IPA analysis,mathematical statistics,etc.First of all,through the method of literature review,this paper combs and comments on the literature of sports events,sports tourism,consumption experience,emotional consumption,Grounded theory and other related fields.Secondly,in-depth interviews were conducted with 3 experts and scholars,2 event staff,and 15 spectators,with the theme of participants’ experiences.Subsequently,the author conducted an on-site investigation at the venue of the CBA league tournament and distributed an importance and satisfaction questionnaire.During the on-site investigation,the author conducted in-depth interviews with CBA fans on their motivation to watch and participate in the competition,as well as their participation experience.Finally,the interviews and online materials formed were analyzed through a three-level coding method,and a theoretical model of satisfaction with the watching experience of CBA league fans was constructed.Three levels of codes were formed for the Grounded theory and theoretical saturation test was carried out.Nine main dimensions were obtained,namely,the purpose of watching the game,individual needs,health recovery,game attraction,activity experience,venue location,public facilities,venue environment,and customer loyalty.The purpose of watching the game is the characteristic of fans watching the game.Ultimately,A individual needs,B health recovery,C event attraction,D activity experience,E venue location,F public facilities,and G venue environment are formed as 7 dimensions for evaluating the satisfaction of fan watching experience,thus constructing an evaluation system with 7 main dimensions and 26 sub dimensions.The research conclusion of this article is:(1)Through the construction of the satisfaction evaluation system for CBA fans’ watching experience,it was found that for CBA fans,the satisfaction evaluation system for CBA fans’ watching experience consists of seven core categories,namely individual needs,health recovery,event attraction,activity experience,venue location,public facilities,and venue environment.The seven core categories also constitute the seven first level indicators of the satisfaction evaluation system for CBA fans’ watching experience.(2)By revising and verifying the evaluation system,a CBA fan viewing experience satisfaction evaluation system was obtained with 7 first level indicators and 26 second level indicators.(3)After analyzing the survey results,the satisfaction and importance scores of CBA league fans’ viewing experience in the 2021-2022 season are 3.81 and 3.88,indicating that the viewing experience of CBA league fans still needs to be improved and improved.(4)The ranking of satisfaction scores for the seven first level indicators of the CBA fan viewing experience evaluation system: event attraction,individual needs,venue environment,public facilities,health recovery,venue location,and activity experience.(5)The ranking of the importance scores of the seven first level indicators in the CBA fan viewing experience evaluation system: event attraction,individual needs,venue environment,activity experience,venue location,health recovery,and public facilities.(6)The 10 evaluation indicators of social needs,personal satisfaction,fatigue alleviation,emotional improvement,key events,league operations,star effect,volunteer services,rest facilities,and epidemic prevention measures are the advantageous areas for the experience of CBA league fans.This indicates that these10 evaluation indicators are aspects that fans attach great importance to and have high satisfaction with the experience.They are the advantageous elements for the development of CBA league and need to maintain the current good situation.(7)The four evaluation indicators of activity type,transportation conditions,parking facilities,and air quality are areas that fans attach low importance to,but have high satisfaction with their experience.Therefore,there is no need to pay too much attention to various indicators in this area,and they need to be adjusted appropriately to avoid wasting resources due to unreasonable development.(8)The six indicators of fitness awareness,fan activities,surrounding facilities,signage system,entertainment facilities,and noise level are the opportunity areas for improving the CBA fan viewing experience.Fans have relatively low recognition of the importance and satisfaction of these six indicators,and they do not need to be considered as important points in current development.(9)The six indicators of event tickets,featured activities,venue area,lighting facilities,clean environment,and viewing angle are the repair areas for CBA fans’ viewing experience.The evaluation indicators in this quadrant are aspects that the fan community attaches great importance to but their actual performance is relatively low,which is the focus of this study and urgently needs improvement and improvement.(10)The 2021-2022 season CBA league is a product of the game system,with a particular focus on the impact of the epidemic on the audience experience of fans.According to interview data and questionnaire surveys,it can be seen that the fan community has a high degree of satisfaction and recognition of the importance of the epidemic prevention measures for the secondary indicators of the 2021-2022 season CBA league,effectively blocking the connection between the epidemic and going to the CBA league to watch games. |